Marketing
for therapists

How clients look for a therapist

Marketing for therapists is different from most local marketing because the person searching is often having a hard week. They type "therapist for anxiety near me", "couples counseling", "EMDR therapist", "therapist who takes Aetna" or "online therapy" plus a state. They read slowly, look at faces and want to know three things: can this person help with my problem, can I afford it, and how do I start without a long phone call.

That is why I build practice websites around specialties and first steps, not around a CV. A page about anxiety in teenagers should talk to the parent reading it. A fees page should say plainly whether you are in network, offer superbills for out-of-network reimbursement or keep sliding-scale spots. The Good Faith Estimate requirement for self-pay clients under the No Surprises Act is worth mentioning on that page too, so clients know what to expect.

Privacy and advertising rules

Mental health is a sensitive category everywhere. Google does not allow personalized ads based on health conditions, so you cannot build remarketing lists of people who read your depression page. Meta limits ads that assert or imply personal attributes, so "Struggling with depression?" is likely to be rejected; "Therapy for depression in Denver" usually passes. Addiction and substance use treatment providers face extra rules: Google and Meta generally require LegitScript certification before running those ads.

HIPAA adds another layer. If a tracking pixel sits on your contact or intake page, it may send information that reveals someone is seeking therapy. I keep ad pixels off those pages, count inquiries without collecting their content and use your practice management or scheduling tool for intake. Please confirm the final setup with your compliance advisor; my article on HIPAA and website tracking covers the basics.

Directories, Google and your own site

Directories such as Psychology Today remain a common starting point for clients, and a well-written profile is worth the time. But directories rank your competitors on the same page. Your own website, with pages for each specialty, builds visibility you control. Local SEO connects the two: a complete Google Business Profile, consistent details everywhere and pages that match how people search in your area.

Telehealth across state lines

Many therapists now see clients online across their whole state, or in several states. That changes the keywords. Instead of "therapist near me" you compete for "online therapist in Texas" or similar. Your site should state clearly where you are licensed, and ads should target only those states.

Seasonality

Inquiries usually rise in January and in early fall, when routines restart. The holidays bring grief, family stress and couples work. Summer can be quieter for adults but busier for teens and college students coming home. I keep budgets modest and adjust them to your capacity, because a waitlist is no reason to keep spending.

I work remotely with practices anywhere in the US, from Seattle to Boston, and talk on Zoom at a time that suits your schedule between sessions.